Good Karma Socials

We’re in an age where AI tools for writing, art, video and even comment replies are everywhere. In fact, in 2025 around 88% of marketers say they use AI daily to speed up content creation or derive insights. But just because you can automate your social media doesn’t mean you should, especially when your aim is to build something more meaningful than reach.

When AI can get away with it: service-based, technical AND niche industries

If your brand is selling specialised services for example in engineering, B2B technical consulting, compliance or other regulated industries, AI-generated content can be a sensible part of your strategy. In these spaces, complexity matters more than charm. Your audience often values correctness, detail and precise data over tone or personality, and AI can handle facts, specifications and analysis reasonably well when used carefully and fact-checked.

There’s also a strong argument for scale. In industries where large campaigns or hyper-personalised ad variants are essential, AI can save time and uncover insights humans might miss. Academic research carried out by Arxiv, 2025, has even highlighted how “agentic multimodal AI” is helping tailor advertising in both B2B and B2C settings. Even so, strong human oversight remains crucial. AI still struggles to interpret brand nuance or emotional tone with the same sensitivity as a human, which can lead to off-brand or impersonal content if left unchecked.

When AI is a disaster: community building, trust-based brands AND human connection

If your goal is to build loyalty, narrative and community, AI can quickly undermine everything you’re trying to achieve. People are remarkably good at sensing inauthenticity. A 2025 experimental study found that while AI tools can increase posting volume, they often reduce perceived authenticity and the quality of discussion, sometimes even creating negative ripple effects in community engagement.

True community thrives on human interaction, not broadcast communication. Your audience wants real voices, genuine stories and emotional nuance. AI lacks lived experience, empathy, and vulnerability – the very qualities that make people feel connected. Ethical concerns add another layer of risk. UNESCO’s AI ethics framework continues to warn that unguarded AI use can perpetuate bias and harmful narratives.

Meanwhile, the term “AI slop” has entered mainstream vocabulary to describe low-effort, repetitive AI content flooding social feeds. Many online communities are now openly rejecting it, and according to Digital Content Next, audiences increasingly expect brands to disclose when content has been generated by AI.

Bottom line

AI isn’t evil but it’s a tool, not a shortcut to soul. For industries where accuracy is required, it can enhance efficiency. But if your purpose is connection, storytelling or trust, outsourcing your voice risks losing the very essence of what makes your brand human.

Use AI to free your time for listening and engaging, not to impersonate connection. Because when it comes to community, authenticity isn’t just part of your brand, it is your brand.

If you’re a sustainable business with good ethics at it’s heart, we would love to hear from you. Learn more about Good Karma Socials here, or send us a ‘hello!’ on hello@goodkarmasocials.com